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Superintendents' and Principals' Perceptions of Using Social Media to Develop a Brand Presence in a Small Northeast State

Abstract

Social media has shifted the landscape and broadened the concept of educational branding. Developing a BrandED mindset and strategy in the digital age is necessary in today’s educational climate (Sheninger, 2015). Social media tools provide school leaders with opportunities to share successes on a frequent basis with stakeholders. This immediate sharing of successes could be a powerful tool for schools to proactively shape their public image (Scott, 2011). ^ This mixed methods study explored experiences of public school superintendents and principals using social media to communicate with stakeholders as a component of their communications and public relations strategy to establish a brand presence. (Abstract shortened by ProQuest.)^

Subject Area

Educational leadership

Recommended Citation

L'Etoile, Nicole, "Superintendents' and Principals' Perceptions of Using Social Media to Develop a Brand Presence in a Small Northeast State" (2017). Dissertation & Theses Collection. AAI10276907.
https://scholarsarchive.jwu.edu/dissertations/AAI10276907